Voice Search SEO: How To Make Your Content Get Noticed – The Buyer’s Journey 99

Voice search and voice assistants are rapidly gaining popularity in the U.S. According to eMarketer, 111.8 million people in the US will use a voice assistant at least monthly this year. That’s 39.4% of US internet users, by the way, and 33.8% of the overall population. If eMarketer’s estimations are correct, the number will increase to 122.7 million users by 2021. That’s 42.2% of US internet users and 36.6% of the population.

So, do you want to reach 42% of US internet users or over a quarter of the US population? Then it’s time to learn about voice search SEO.

The Power of Voice

As we discuss on the podcast, SEO isn’t everything in a digital marketing campaign. However, for voice search, SEO optimization is everything (at the moment). To ensure your SEO is optimized for voice search, try writing your metadata like a question. Many times in searches users are saying, “what is X” or “where is Y”. In addition, make sure there are answers to these questions in the content itself, and potentially in the metadata, too. When Google crawls pages for info, it’ll take into consideration all of this.

As Kristopher Jones points out on Search Engine Land, making content easily digestible is key. Jones suggests putting content in a paragraph, list, or table form. The goal is to increase the chance of becoming a Google featured snippet, which will help your content appear in a voice search. For paragraphs, Jones suggests keeping the entire thing below 50 words and sentences brief. Lists and tables are ideal as they organize content in a very logical and very visual way. This makes the content even easier to understand.

Page speed is vital, too. eMarketer says most people use their voice assistants on smartphones and smart speakers. And frankly, it’s a mobile world. If your page doesn’t load within a few seconds, it’s highly likely someone will bounce. For reference: the US penetration rate for smartphones is 70.5%, according to eMarketer

But let’s not ignore smart speakers, either. From those same eMarketer reports, there will be approximately 77.6 million smart speaker users in the US this year. That’s 27.3 % of internet users. 

For more voice search SEO content, be sure to listen to the podcast!

The Buyer’s Journey News Round-Up

Instagram launches Create mode with On This Day throwbacks via Josh Constine on Tech Crunch:

Instagram  has finally turned Throwback Thursday into an official feature. It’s part of the new Instagram ‘Create’ mode that launches today in Stories, bringing the app beyond the camera. Create makes Instagram a more omni-purpose social network with the flexibility to adapt to a broader range of content formats.”

At the moment, “On This Day” is the key feature of Create. The option shows “a random feed post you shared on the same calendar date in the past.” There’s also options to view different posts from that same day to your preference. The posts can then be shared to stories as an embedded post that can be opened.

Constine points out that “the launch could make it easy for users to convert their old impermanent content into fresh ephemeral content. That could be especially helpful because not everyone does something Stories-worthy every day.” 

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Instagram is killing its creepy stalking feature, the Following tab via Sarah Perez on Tech Crunch:

Instagram  is removing its Following tab, a feature that became better known as a stalking tool than one to aid with new account discovery, as the company had intended. Today, Instagram says that its Explore tab is the go-to place to find new people, places and hashtags to follow. Meanwhile, the Following tab is now only used by a small number of people on a regular basis.”

While there are some reasons the tab could have stirred drama, such as allowing users to see what their significant others were liking, the tab was also not often used. RIP Following tab. You won’t be missed.

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Twitter apologizes for targeting ads with email, phone numbers used for two-factor authentication via Amy Gesenhues on Marketing Land

“Twitter announced on Tuesday it inadvertently used emails and phone numbers entered for two-factor authentication (2FA), a security measure users can enable to protect their accounts, to target ads to some users included in Tailored Audiences and Partner Audiences lists.

‘When an advertiser uploaded their marketing list, we may have matched people on Twitter to their list based on the email or phone number the Twitter account holder provided for safety and security purposes,’ said Twitter.

The company said, as of September 17, the mistake had been corrected and that it was no longer using two-factor phone numbers or email addresses to target ads.”

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JEEP IS LIBERATED FROM AN ‘IMPOSTER’ EMOJI AND CELEBRATES WITH ‘#THISISNOTJEEP’ CAMPAIGN via E.J. Schultz on Ad Age

“Until Apple’s most recent iOS update, iPhone users typing the word ‘Jeep’ in a text would see an auto-populated emoji of a boxy blue car. This did not sit well inside the automaker, which referred to the emoji as ‘imposter Jeep vehicle.’ But with Apple’s newest iOS update, the connection between ‘Jeep’ and the emoji has been removed; it still appears when generic phrases like ‘SUV’ and ‘car’ and ‘automobile’ are typed. ‘

“Jeep is now seizing on its victory with a lighthearted social media campaign by Huge Detroit called ‘#ThisIsNotJeep.’ On its Twitter and Instagram channels the brand is imagining the frustration Jeep enthusiasts got when the pesky rogue emoji appeared.

“‘The Jeep brand is opposed to this emoji being connected with its name and we’re happy the association has been removed from the latest iOS update,’ Olivier Francois, chief marketing officer of Jeep owner Fiat Chrysler Automobiles, said in a statement. ‘We’re good-natured-ly celebrating its demise with our owners and fans through this social media campaign, while firmly making it known that any SUV that does not carry the Jeep brand name cannot pass itself off as one of our vehicles.'”

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